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Happy holidays! Bundle up, get cozy and please enjoy this classic winter-themed comic, which first ran in February 2014.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.

Feels like we’ve been waiting for the convergence of ad tech and mar tech forever. But it’s finally starting to happen, and the time couldn’t be more ripe, says Heather Macaulay, president of product-focused consultancy MadTech.

As the ad industry awaits Judge Leonie Brinkema’s decision in US v. Google (ad tech edition), get up to speed quick with AdExchanger’s in-depth coverage.

But cookies aside – and don’t forget to leave a few real ones out for Santa – there were lots of other big privacy developments in 2024. Here are some of the highlights.

Google plans to create an “AI Mode” for its web search engine users. Plus, the social media vultures now circling the air above TikTok.

For all intents and purposes, 2024 is already over. Which means now is a fine time to see how far CTV advertising has come by looking back at some of this year’s most-read stories on AdExchanger.

The IAB gave us new retail media standards for Christmas. But will the industry actually adopt them? Plus: how AI will be used in advertising in 2025.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Publisher C-suite drama has been making headlines recently. Plus, there are now 27 different active lawsuits against various AI content generation companies.

In response to shifting ad industry trends, A360 Media abandoned its made-for-advertising model four years ago and streamlined its site design to court programmatic demand.

Achieving consensus on the definitions for even baseline retail media metrics required a tough 18-month slog. Unfortunately, this was the easy part.

Sports betting comes under fire over dubious ad claims and problematic targeting; Forbes says Google’s SEO crackdown on affiliate marketing caused it to cut freelancers; and SCOTUS takes on the TikTok case.

In 2025, connected TV (CTV) will revolutionize advertising yet again, offering marketers a blend of massive reach and performance-driven results. Its power to connect broad audiences with lower-funnel impact makes it the ultimate game-changer in modern marketing.

After more than three years as SVP of retail media at Albertsons, Kristi Argyilan is taking a ride over to Uber to lead its advertising business.

The in-game advertising market’s stagnation is both unsurprising and frustrating. The onus is on the gaming industry to make gaming an essential channel for advertisers, rather than a nice-to-have.

A class-action lawsuit takes Office Depot to task for deceptive pricing and ads; YouTube is taking over TV, but brands may be missing out; and advertisers weigh in on which marketing trends are worth the hype.

What is incrementality testing? “I’ve been doing more interviews with journalists lately and realize I need a better answer to this question,” says Haus Head of Strategy Olivia Kory.

This year has been a series of highs and lows for Zeta Global. It acquired LiveIntent for $250 million – a high. And it was the subject of multiple withering short seller reports – a low. But CEO David Steinberg says he’s not sweating it.

Two perspectives have emerged on curation: The value argument highlights refined audience targeting, while the ad network argument emphasizes enabling smaller players to compete with scaled giants.

Marketers are already beginning to prepare for a world without TikTok. Plus, the TV manufacturing industry is more focused on user tracking and monetizing with ads.

It would probably be fair to call 2024 the year that CTV went programmatic and became a digital performance channel.

Success with Gen Z isn’t about the stories brands want to tell – it’s about tapping into their stories and aligning with how they live and express themselves. That’s where the PPCCs framework comes in.

AppLovin’s ecommerce advertising beta program has sparked optimism and speculation. Plus, the results of YouTube’s auto-reply program have been mixed.

The customer journey is complex, with consumers interacting across 20+ channels and exposed to 4,000-10,000 ads daily before making a purchase. This fragmented landscape challenges advertisers to effectively measure impact across touchpoints to understand: How do marketing efforts across all stages of the customer journey contribute to overall business outcomes?

The advertising industry is abuzz with the potential of shoppable television. But the concept of buying something directly from your television isn’t new; it began back in the ’80s with channels like QVC and HSN.

Sonos chief marketer Jordan Saxemard spoke with AdExchanger about balancing brand and performance marketing and the evolution toward a new hybrid kind of ecommerce and retail shopping.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Cleaning the programmatic supply chain is slow going. Plus, Shopify’s ecommerce ad product will soon be available to all Shopify merchants.

Here’s a call to action that all advertisers should hear: If your advertising strategy doesn’t include streaming TV, you’re missing out. And if you’re stuck in the mindset that TV is just for brand awareness, it’s time for a serious rethink.